The IRONMAN Group Brings In Matt Scammell As New Executive Vice President Of Global Partnerships

July 9, 2024

– Scammell to lead global partnerships team in supporting the growth of world-class events across triathlon, trail running, road running, and cycling

– Scammell joins The IRONMAN Group after serving as Chief Commercial Officer for FIA Formula E Championship and partnership roles with Liverpool Football Club and Manchester United

TAMPA, Fla. (July 9, 2024) /ENDURANCE SPORTSWIRE/ – The IRONMAN Group is pleased to announce the addition of Matt Scammell to its senior leadership team as Executive Vice President of Global Partnerships. Scammell brings a wealth of knowledge and experience to The IRONMAN Group after successful leadership positions at major global sporting organizations. In this role, Scammell is charged with developing new and innovative partnerships with the world’s best brands to elevate the athlete experience, enrich the endurance sport community, and grow the reach and positive impact of The IRONMAN Group and its partners across triathlon, trail running, road running, and cycling.

Scammell joins The IRONMAN Group after serving as the Chief Commercial Officer at FIA Formula E Championship, where he oversaw sponsorship, ticketing, hospitality, licensing and retail revenue. He began his time in the sports industry with Manchester United where he spent nine years and served as the Head of Global Sponsorship before joining the Liverpool Football Club as its Commercial Director. His experience within sport extends to significant involvement in women’s team propositions, which is of particular relevance as The IRONMAN Group continues a focus on growing women’s participation in endurance sports.

Scammell understands brands that people love and the power of highly engaged communities in which people are deeply passionate about their sport. He will lead the global partnerships team in developing partnerships with brands across a wide variety of products, services, and experiences that ultimately inspire and enable endurance athletes to embark on life-changing experiences and achieve their greatest ambitions in life. He will also lead the team in continuing to innovate the athlete experiences, working with partners to create state-of-the-art activations both digitally and at events.

“We are excited to welcome Matt to the team. He has a deep understanding of how to develop innovative partnerships that inspire communities, enrich the customer experience, and elevate the love people have for brands,” said Matthieu van Veen, Chief Business Officer for The IRONMAN Group. “Matt’s experiences leading global businesses and teams across Asia, Europe, the Middle East, and the United States will be instrumental in the future growth and success of The IRONMAN Group, and we look forward to Matt’s positive impact on our team, the business, and our global community of athletes and partners.”

For more information on The IRONMAN Group and global event series, visit www.ironman.com/about-ironman-group. Media related inquiries may be directed to press@ironman.com.


About The IRONMAN Group

The IRONMAN Group operates a global portfolio of events that includes the IRONMAN® Triathlon Series, the IRONMAN® 70.3® Triathlon Series, 5150™ Triathlon Series, the Rock ‘n’ Roll® Running Series, IRONKIDS®, World Triathlon Championship Series, premier running events including the Standard Chartered Singapore Marathon™ and City2Surf®, UTMB® World Series trail-running events including the Canyons Endurance Runs™ by UTMB®, Tarawera Ultra-Trail™ by UTMB® and Ultra-Trail Australia™ by UTMB®, Epic Series™ mountain bike races including the Absa Cape Epic®, road cycling events, and other multisport races. The IRONMAN Group is the largest operator of mass participation sports in the world, providing participants the benefits of endurance sports through the company’s vast offerings. Catering to the full athlete experience, the company portfolio also includes FulGaz® virtual cycling, the most realistic indoor riding experience connected fitness application aimed at preparing athletes for real-world events. Since the inception of the iconic IRONMAN® brand and its first event in 1978, athletes have proven that ANYTHING IS POSSIBLE® by crossing finish lines around the world. Beginning as a single race, The IRONMAN Group has grown to become a global sensation with hundreds of events across 55+ countries. The IRONMAN Group is owned by Advance, a private, family-owned business, and Orkila Capital, a growth equity firm focused on building great brands. For more information, visit www.ironman.com/about-ironman-group.

About Advance

Advance is a private, family-held business that owns and invests in companies across media, entertainment, technology, communications, education and other promising growth sectors. Our mission is to build the value of our companies over the long-term by fostering growth and innovation. Advance’s portfolio includes Condé Nast, Advance Local, Stage Entertainment, The IRONMAN Group, American City Business Journals, Leaders Group, Turnitin, and Pop. Together these operating companies employ more than 14,000 people in 29 countries. Advance is also among the largest shareholders in Charter Communications, Warner Bros. Discovery and Reddit. For more information visit www.advance.com.